Global eMarketingGlobal eMarketing

Global Instinct and local flavour

Source: www.internetworldstats.com

Example for a localization and translation services company

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GoSoMo

• Google• 145-language search interface.• Google has also rapidly localized its many

Web-based applications — from Blogger to Adwords — in 42 languages

• Wikipedia – A tough Competitor• offering content in 285 languages• Facebook – 53 languages

What Makes a Great Global Web Site?

1. Languages: To reach 80% of the world’s Internet users, you must support at least 10 languages. The best Web sites support many more. <EU - 23>

2. Localization: Not only is depth of localized content essential to success, but so is the localization of elements such as search engines, promotions, icons, and photos.

3. Global Navigation: Users must be able to find their local Web sites even if they don’t speak English.

4. Global Consistency: Global design templates not only support the global brand, they are quite simply a lot easier to manage internally

Languages• Rising Internet penetration, the globalization of business,

and higher user expectations have given rise to the 30+ language Web site.

Localization: Giving Web Users What They Want

• Content they support and do not support• Managing internal as well as external expectations

Truly Global Navigation1. Country domain name (like .fr for France) 2. The splash global gateway 3. The permanent global gateway 4. Language negotiation 5. Geolocation

Global Consistency• Apple • a consistent global template allows the company

to more efficiently deploy global promotions

Challenges faced by websites moving global

1. Infrastructure International Bandwidth Cost of Internet use

2. Geographic Distance Distribution and restockings

3. Language Search engine and directories are local &

language specific. Marketing always takes place in buyers language

4. Buyer Demographics and Behaviour Differences in tastes and prefrences Differences in holidays Price elasticity of demands

4. User demographics- Proportion of women Users Proportion of urban users

5. Payment System Means –Credit cards, COD, Bank Tranfers Legal and cultural norms Security

6. Currency Quotation price

7. Reputation Location of website Origin of Products and services

What needs to be Differentiated?• Dates displayed• Numbers displayed• Currency used• What are the sorting and collating

rules?• How should searches work?

What needs to be Differentiated?(Contd…)

• What’s the text direction?• What is the default paper size?• Modifying graphics• Creating new graphics• Changing colors• Changing layout• Modifying tables, forms, data fields, databases

I18N and L10N of Lands’ End

Inferences

• Master design Consistent• Flexibility• Navigation Consistent• Deciding what to translate and what not to translate• “global templates”

Conclusion• What to be standardized?1.Global Template2.Navigation3.Master design• What to be Differentiated?1.Language2.Colour3.Downloading Capacity4.Graphics and icons

Seven Habits of Highly SuccessfulGlobal Web Sites

1. Treat the World Equally

2 Use a Global Template

.

Global consistencyBegin with a global template...

vs.

3 Direct Users to Local Web Sites Immediately

4 Use a Permanent Global Gateway

• 5. Use Bandwidth Wisely• <200K• Least Graphics

Build for speedDesign sites for bandwidth, localization turnaround, ROI.

vs.

6. Act Locally

Local customizationIkea allows plenty of room for localization...

Ikea France

Ikea Denmark

Local customizationBuild A Bear Workshops uses a standardized template…

Build A Bear Japan

Build A Bear Korea

• 7. Never Stop Improving

Usefuladditionalresources